Lotte Confectionery has begun exporting its "Air Baked" products overseas. Since its launch in June, Air Baked has been actively asked to be delivered by foreign buyers. The influence of Korean Wave star Jenny, the advertising model of "Air Baked," was great.
Jenny's "Air Baked" commercial video has so far surpassed 14 million views, which can be seen with comments from countless overseas fans. In some online markets, overseas responses to "Air Baked" have been so hot that there has been a "reverse direct purchase" by overseas consumers.
In response, Lotte Confectionery plans to expand its exports of 'Air Baked' in earnest from July. It has exported to Hong Kong, Guam and other countries so far, and will apply packaging and mixing to each country as soon as possible in order to expand the export volume to China and the United States.
Air Baked is a hot-cooked snack brand in a specially made oven without frying, with two types of potato chips and pop chips. "Air Baked" has a light, clean taste without oil and features a crispy texture.
It is also not fried in oil, so its fat content is more than 60 percent lower than regular snacks. While considering health, "Air Baked" is gaining popularity, with 2.5 billion won ($2.1 million) worth of the goods sold within a month of its launch.
One of the secrets behind Air Baked's popularity is its big model strategy. Lotte Confectionery selected Jenny of BLACKPINK, one of the greatest stars of the time, as its model and raised awareness of new products. It is a new snack that was not in the market, and Jenny's confident yet fresh image goes well together, creating a synergy effect.
Meanwhile, Lotte Confectionery plans to continue to strengthen its marketing of 'Air Baked' to foster it as a mega brand as the No. 1 snack maker in Korea. Lotte Confectionery expects 'Air Baked' to bring a new wind to the local snack market.
